MxMIndia

Tag: Sony SAB

  • The channels: Sony Entertainment Television, Sony SAB, Sony MAX and Sony MAX 2

    Dentsu Creative bags mandate for 4 Sony channels

    By Our Staff

    Dentsu Creative India has won the digital mandate for Sony Entertainment Television, Sony SAB, Sony MAX, and Sony MAX 2, and will be responsible for managing the online presence and marketing campaigns of these brands across social media platforms like Instagram, Twitter, and Facebook.

    The account was awarded to Dentsu Creative India following a multi-agency pitch. The agency will service the channels from its Mumbai office and will work closely with the brand teams to create and execute innovative digital strategies.

    Speaking about this partnership, Vaishali Sharma, Head of Marketing and Communications, Sony Sab, Sony Entertainment Television and Sony Max Movies Cluster said: “As iconic content creators at the forefront of bringing diverse themes to vast audiences, we’re delighted to join hands with Dentsu Creative India to propel our brands towards unprecedented growth and creativity, establishing new benchmarks in the digital entertainment ecosystem.”

    Added Nikhil Kumar, Managing Partner (West), Dentsu Creative India: “We are delighted to partner with Sony Entertainment Network, one of the most respected and admired brands in the entertainment industry. This collaboration is a testament to our digital-first mindset and our ability to deliver integrated and seamless solutions backed by tech and data. It’s a further testament to the quality of teams who mounted this pitch & their ability to come together to address the brand challenges at play. Truly a proud feeling for all of us & we are looking forward to scaling this partnership to even greater heights.”

  • To inspire women to break Breast Cancer stigma

    Sony Sab collaborates with Indian Cancer Society

    By Our Staff

     

    Sony Sab has teamed up with the Indian Cancer Society (ICS) to create awareness about breast cancer through its ongoing popular show, ‘Wagle Ki Duniya’.

     

    The objective is to encourage viewers to shed their inhibitions and openly engage in conversations about breast cancer, creating awareness, self-examination and screenings leading to early detection, and ultimately saving lives.

     

    The ongoing track in the show highlights Vandana’s (portrayed by Pariva Pranati) battle against breast cancer. It aims to inspire women to overcome fear and embarrassment, as staying silent could have grave consequences. In an effort to reinforce this message, Sony Sab has joined hands with Indian Cancer Society and is set to air a promo encouraging viewers to log on to www.indiancancersociety.org or call the helpline number 8411803040, for essential information and support related to early detection and self-examination for breast cancer. With the #shekickscancer initiative, Sony Sab hopes to address such crucial topics openly and contribute to a more healthy and aware society.

     

    Said Neeraj Vyas, Business Head, Sony Sab: “We believe in the power of storytelling to drive awareness about critical social issues and Sony Sab is committed to touching themes that are thought provoking and can inspire viewers to look at concerns and challenges in the most positive way. As part of the ongoing theme in Wagle Ki Duniya, we are happy to create value for our viewers by tying up with Indian Cancer Society. We hope to create awareness and are confident that this collaboration has the potential to make a meaningful difference to women.”

     

    Added Usha Thorat Hon. Secretary and Managing Trustee, Indian Cancer Society: “We are happy to see Sony Sab promoting open dialogue and raising awareness about a crucial issue such as breast cancer. In a time when breast cancer casts a long shadow over the lives of many, the importance of awareness and early intervention cannot be overstated. This initiative is sure to transcend beyond the TV screens and inspire many women to speak up and seek help to ensure early detection.”

     

  • The show has successfully bagged the title of one of the longest-running show on Indian television

    Taarak Mehta Ka Ooltah Chashmah celebrates 15 years on Sony SAB

    By Our Staff

     

    Taarak Mehta Ka Ooltah Chashmah, a sitcom on Sony SAB, completes 15 years of telecast this year. The show has successfully bagged the title of one of the longest-running show on Indian television and features amongst the top 10 shows in the Hindi general entertainment category year on year.

     

    Asit Kumarr Modi
    Asit Kumarr Modi

    Produced by Asit Kumarr Modi, Taarak Mehta Ka Ooltah Chashmah is based on late Gujarati columnist/writer Taarak Mehta’s Duniya Ne Undha Chashma and has set a benchmark for family-friendly entertainment in the Indian television industry. On its 15th anniversary, the entire team of Taarak Mehta Ka Ooltah Chashmah expresses their heartfelt gratitude to the viewers for their unwavering support and promises to continue spreading laughter and positivity in the years to come.

     

    N.P. Singh
    N.P. Singh

    Said N.P. Singh, CEO, Sony Pictures Networks India: “Television is a canvas that allows us to paint stories that touch the hearts of millions. It’s our constant endeavour to create content that not only entertains but also leaves a lasting impact on our viewers. We believe in breaking barriers, defying conventions, and presenting unique concepts that resonate with diverse audiences. Together we strive to weave laughter, emotions, and relatability into every show, creating an unforgettable viewing experience. Our journey is fuelled by the love and support of our audience, and we remain committed to delivering joyful moments that unite families and spread smiles across the nation. On the occasion of Taarak Mehta Ka Ooltah Chashmah’s 15th anniversary, I congratulate the entire team and crew on this significant milestone.”

     

    Neeraj Vyas
    Neeraj Vyas

    Neeraj Vyas, Business Head, Sony SAB: “At Sony SAB, we are dedicated to presenting stories that deeply touch the hearts of our viewers, evoking strong emotions. Our aim is to create relatable characters, that our viewers can resonate with and develop a genuine emotional connection with. Celebrating a momentous milestone, the 15-year journey of Taarak Mehta Ka Ooltah Chashmah has captured the hearts of many. The channel’s focus remains on producing family-friendly content that appeals to audiences of all ages, showcasing our passion for quality storytelling. We want to be known for weaving stories like Taarak Mehta, which take viewers on an enjoyable ride while leaving a lasting impact.”

     

    Asit Kumarr Modi, Producer of Taarak Mehta Ka Ooltah Chashmah: “When we began this endeavour 15 years ago, we never imagined the immense love and appreciation that would come our way. It feels like it was just yesterday that we started this incredible journey. To witness the love and acceptance of our viewers over the years has been nothing short of a blessing. Taarak Mehta Ka Ooltah Chashmah has not just been a show but a way of life for me. The show’s success lies in its ability to bring people together through laughter and to showcase the importance of relationships and values in today’s fast-paced world.”

     

  • To cement its position as a Living Room Brand

    Sony Sab bolsters brand and content strategy

    By Our Staff

     

    Sony Sab has launched a campaign to mark a new chapter in its journey as a channel and brand. The channel aims to strengthen its emotional connection with its viewers through a philosophy based on the understanding that “Jo roz choti khushiya dete hai, wohi rishtey toh bade hote hai.”

     

    Said Neeraj Vyas, Business Head, Sony Sab, Pal, and Sony Max Movie Cluster: “Sony Sab is entering a new phase as the brand is undergoing metamorphosis with its content and brand strategy. We are looking for stories and insights from the daily lives of people. As creators we are constantly looking for new themes and new insights that reflect on the trends and what people are going through, staying ahead with consumers and their changing lives. The recently launched brand films will further help us cement our positioning as a brand that goes beyond just providing entertainment and helps us connect emotionally with our audiences on a much deeper level. As a channel we are forward-looking, catering to the diverse needs of the family and yet at the same time bringing them together.”

     

    Added Vaishali Sharma, Marketing & Communications Head, Sony Sab, Pal and Sony Max Movie Cluster: “In today’s complex world we understand the meaning of using the insights of what relationship means to our viewers and we have mined a very powerful insight which helped us develop this campaign. The objective of the brand campaign is to strengthen our relationship with our consumers and to express how the brand interweaves itself into the life and emotions of people. The campaign is one such initiative in the journey of evolution for Sony Sab, and while content continues to make an impact, at a brand level we will continue to engage with people keeping this ethos in mind.” The campaign kicked off yesterday, November 3.

     

  • It's that rare sensible show that can potentially change the perception about Hindi serials, writes Shailesh Kapoor

    Anupama: The Rare Hindi GEC Success Story

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorAmid all that’s wrong with the Hindi GEC category (and readers to this column will know that I have a long list), there is an occasional spark that brings some joy. After being the most-loved Hindi GEC character on Ormax Characters India Loves for 39 consecutive months (from July 2018), Jethalal from Sony Sab’s Taarak Mehta Ka Ooltah Chashmah passed on the top rank to Anupama, the titular character from Star Plus’ 2020 launch.

     

    Anupama, an adaptation of the Bangla show Sreemoyee on the same network, has been a runaway hit, achieving the unthinkable 4% rating mark in urban Hindi-speaking markets in recent months. In a category where a 2% rating is now considered an achievement (though Netflix’s Dhamaka tells you that you lose your job as a new anchor at 70% ratings, which is available live!), Anupama’s numbers have been exceptional. An average Anupama episode doesn’t rate much less than an IPL game, for example. And while IPL airs only 45 days a year, the show has managed to sustain this for several months, six days a week.

     

    With its multitude of well-etched characters, Anupama is one of the few well-written Hindi GEC shows currently on air. The storytelling is in broad strokes, but the characters and the conflicts are consistently engaging, and there’s enough entertainment on offer too in what is essentially a high-voltage drama of late.

     

    The casting and the performances are a notch above the operating level of the Hindi GEC category too. And the lead actress Rupali Ganguly has made the character very much her own, layering the portrayal with mannerisms that can possibly not be written on paper. It’s easy to guess that the show’s creative development process has managed to break away from the daily soap assembly line rut.

     

    If an OTT show would have even been half as good as Anupama, the press and the internet would have gone ballistic singing its praises. But GEC content earns no such respect in recent years. Not that the channels, including Star Plus, have anyone else to blame but themselves. They continue to diss their own category on air, an inexplicable thing to do. “Don’t act like a daily soap mother-in-law” and “There’s always a daily soap running in your house” are just two examples of dialogues (translated from Hindi) that you will hear in some of the top HGEC shows, including Anupama. When a category decides it can write a joke on itself, and the joke does not even come across as a joke but is taken in all seriousness by the audience, you know there’s a lot wrong at so many levels.

     

    Nevertheless, Anupama deserves even more love. It’s that rare sensible show that can potentially change some people’s perception about Hindi serials, only if it reached them. But the more important question is: Can there be more like it, or is Anupama a one-off? If there’s enough talent in the Hindi fiction television industry to pull off a show as interesting as Anupama, why are other shows so drab in comparison?

     

  • Will be responsible for managing content line-up and the channel's creative strategy

    Prashant Bhatt joins Sab as Programming Head

    By Our Staff

     

    Prashant Bhatt
    Prashant Bhatt

    Sony Pictures Networks India has onboarded Prashant Bhatt as Head – Programming, Sony Sab. In his new role, Prashant will be spearheading the content and programming division for the channel and will be responsible for managing the content line-up and the channel’s creative strategy. Prashant will be reporting to Neeraj Vyas, Business Head – Sony Sab.

     

    Said Neeraj Vyas, Business Head – Sony Sab: “We are happy to have Prashant onboard to drive the programming vertical. Am confident that Prashant’s expertise and his deep understanding of the industry will help us further strengthen our programming capabilities. Prashant will play a key role in ensuring we devise and execute a standout premium slate with ground-breaking narratives and high quality content for our viewers”.

     

     

  • The change comes on the back of Sony SAB’s decision to extend programming to six days a week

    Taarak Mehta to air 6 days a week now

    By Our Staff

     

    The Sony Sab mega-show Taarak Mehta Ka Ooltah Chashmah (TMKOC) will now air six days a week, with all-new episodes, according to producers Neela Film Productions Private Limited, The change comes on the back of Sony SAB’s decision to extend programming to six days a week.

     

    Notes a communique: “Taarak Mehta Ka Ooltah Chashmah  is said to be the world’s longest running daily comedy show is in its fourteenth year of uninterrupted airing with upwards of 3200 episodes. Simultaneously, with its subscriber count having crossed 10 million, the show’s official YouTube channel too has been receiving much response from its fans. Taarak Mehta Ka Ooltah Chashmah is authored and created by Asit Kumarr Modi.”

     

  • The campaign also features a video that challenges deep rooted gender stereotypes with a message 'Khol Dimaag Ka Shutter'

    Sony Sab to challenge gender stereotypes

    By A Correspondent

     

    Sony Sab has unveiled a new campaign around the thought, ‘Sapno Ka Koi Gender Nahi Hota’ for its upcoming show Kaatelal & Sons. The campaign also features a video that challenges deep rooted gender stereotypes with a message ‘Khol Dimaag Ka Shutter’.

     

    Said Vaishali Sharma, Head – Marketing & Communications, Sony Sab: “Kaatelal & Sons is a beautiful and true testament of Sony Sab’s forward-looking approach where we continue to offer shows that have hope and meaning. With Sapno Ka Koi Gender Nahi Hota campaign, we aim at challenging the deep-rooted stereotypes of gender roles in our society. We want to embody this promise not only through our on-air content but also through our marketing campaign that can be entertaining while raising some meaningful questions that can spearhead a change in people’s lives. Khol Dimaag Ka Shutter is a fun musical take on the concept of Kaatelal & Sons with a thought-provoking message. We are encouraging everyone to #ungender their dreams.”

     

     

  • We remain committed to our philosophy of spreading happiness, said Neeraj Vyas, Business Head, Sony Sab

    Sony Sab to air fresh episodes from July 13

    By A Correspondent

     

    Hindi GEC Sony Sab is all set to air fresh episodes of their shows starting Monday, July 13.

     

    Said Neeraj Vyas, Business Head, Sony Sab: “We feel humbled that the audience continued loving our shows and tuned in to watch them even during this difficult time. Nothing makes us prouder than knowing that they choose to spend their time at home with Sony Sab characters. It gives us utmost happiness to bring back new episodes of their favourite shows on Sony Sab beginning July 13. We remain committed to our philosophy of spreading happiness through our values-driven light-hearted content while ensuing safety of all our cast and crew who work relentlessly to produce the content for our channel.”

     

     

  • The show will see popular Sony Sab actors showcasing their talents on air

    Sony Sab launches ‘Kuch Smiles Ho Jayein…with Alia’

    By A Correspondent

     

    Leading Hindi GEC Sony Sab will kick off a new short format show from today (May 18) called Kuch Smiles Ho Jayein…with Alia, to be hosted by Anusha Mishra and Balraj Syal. It is shot entirely from home.

     

    Notes a communique: “The format of the show will see popular Sony Sab actors showcasing their talents on air which audiences that have never been seen before. For instance, ‘Maddam Mallik’ aka Gulki Joshi singing the tunes of Muqabala to Siddharth Nigam showing off his killer dance moves. Kuch Smiles Ho Jayein…with Alia promises to be a perfect stress buster for the viewers as they will get to witness their beloved characters facing some exciting challenges thrown at them while also revealing their hidden talents.”

     

     

  • The show airs Monday through Friday at 6pm and 10.30pm

    Sony Sab brings back iconic television series ‘Office Office’

    By A Correspondent

     

    Office Office has been one of the most iconic series on Indian television. Sony SAB is now bringing back the comedy show to “give viewers a much-needed dose of happiness amidst these challenging times”. The show airs Monday through Friday at 6pm and 10.30pm.

     

    Said Neeraj Vyas, Business Head, Sony SAB: “We are bringing Office Office back on Indian Television in an attempt to put smile on the faces of our viewers. We proudly call ourselves as ‘Happiness Enablers’ and during these tough times, our intention is to continue to deliver quality content that families across India can enjoy together. Office Office is one of the most beloved shows on Indian television and we are extremely happy to bring it back for our discerning viewers. The show’s highly relatable content and humor will attract both sets of audiences – the ones who cherished and loved the show when it first aired as well as the younger viewers who might be discovering the show for the first time ever.”

     

     

  • The programme to reach out to more than 1 lakh students across 250 schools from four cities

    Sony Sab’s ‘Baalveer’ rolls out school outreach programme

    By A Correspondent

     

    Sony Sab’s ‘Baalveer Returns’ is reaching out to the Gen Z of India to come forward and join Baalveer in his endeavour to protect the planet. With ‘Baalveer Ke Prithvi Rakshak’, it attempts to reach out to over 250 schools across four cities – Mumbai, New Delhi, Ahmedabad and Vadodara.

     

    Said Vaishali Sharma, Head, Marketing and Communications, Sony Sab: “We are extremely happy to see this activity taking shape. This initiative is in line with our philosophy of spreading ‘Khushiyon Wali Feeling’ something that is consistently reflected through our programming as well. We have always believed that Baalveer is not just a show – it is a legend. As happiness enablers, we intend to take this fan favorite character even closer to the fans and instill the spirit of Baalveer within all the youth of the country in a fun way.”